The Union of European Football Associations, also known as UEFA, has announced a partnership with the German retail store entity, Lidl.
Following the association, Lidl has been named the official partner of UEFA EURO 2024, as well as the European qualifiers.
The company has now joined the likes of Adidas, Alipay, Atos, Engelbert Straus, and Vivo, who are official partners of the esteemed tournament, which is set to be played next year in Germany.
Founded in 1932 by Josef Schwarz, and currently headquartered in Neckarsulm, Germany, Lidl operates a discount retailer supermarket chain that has a wide range of high-quality fresh food groceries at very reasonable prices. The supermarket chain has 12,000 stores, and more than 200 goods distribution and logistic centres in 31 countries.
Guy-Laurent Epstein, Marketing Director, UEFA, said, “Lidl’s presence across the continent will contribute immensely to the promotion of what will be another unforgettable competition. We also look forward to jointly promoting the good health and well-being values that are shared between Lidl and UEFA”.
Jeroen Bal, Divisional Board Member Customer, Lidl International, said, “We are excited to be part of an event that fascinates both our customers and our employees in all countries. Just as our products are available to everyone, we want to help make UEFA EURO 2024 an experience for everyone – for example through our Lidl Fan Zones. Numerous Lidl countries will be cheering along, and it’s really something special that the final tournament is being held in the country where Lidl’s history began”.